CPSM Study Group – Domain 2 TEST – SMPS OK 2013 rev

A sound marketing plan is based on:
a. the firm’s staffing and ability to react to the marketplace
b. the condition of the current economy
c. markets, clients, competitors, and the firm’s resources
d. the success of the firm’s marketing director
c. markets, clients, competitors, and the firm’s resources

Source: The Marketing Plan, SMPS Core Series, Karen Kerruish, SMPS, 1991, p. 10.

Domain 2

Target market selection is most effective when based on:
a. acceptance within the industry structure
b. SWOT analysis and desires of principals
c. financial potential for long-term stability and organizational growth
d. political changes affecting an industry
b. SWOT analysis and desires of principals

Source: None

Domain 2

The marketing plan development sequence should be:
a. strengths, weaknesses, opportunities, threats, financial
b. markets, structure, costs, policies, goals, desires
c. opportunities, threats, financial, review
d. goals, strategies, action plan, schedule, budget
d. goals, strategies, action plan, schedule, budget

Source: The Marketing Plan, SMPS Core Series, Karen Kerruish, SMPS, 1991, p. 15

Domain 2

The primary goal of the SWOT analysis is to:
a. write the goals and objectives of the strategic plan
b. set an overall direction for the firm’s future
c. assign action items for follow-up
d. hold a brainstorming session for strategies
b. set an overall direction for the firm’s future

Source: Marketing Handbook for the Design & Construction Professional, 2nd Edition,
Sandra Werthman and Julie Stanton, SMPS, 2000, p. 29

Domain 2

A firm’s long-term success will most often be developed through its:
a. customer satisfaction plan
b. marketing plan
c. strategic plan
d. business development plan
c. strategic plan

Source: Marketing Handbook for the Design & Construction Professional, 2nd Edition, Sandra Werthman and Julie Stanton, SMPS, 2000, p. 27

Domain 2

What are the first steps in developing an effective marketing plan?
a. Choose the principals in the firm who will be involved and develop a time line
b. Research competitors’ planning processes and create goals and objectives
c. Define goals and create a structure
d. Define an action plan and vote on what direction to go
c. Define goals and create a structure

Source: The Marketing Plan, SMPS Core Series, Karen Kerruish, SMPS, 1991, p. 3.

Domain 2

The fundamental purpose of marketing is to improve:
a. a firm’s image in comparison to competing firms
b. the perception of a firm as a leader in innovation
c. the graphic quality of the marketing materials
d. the quality and/or volume of business
d. the quality and/or volume of business

Source: Advanced Marketing Techniques for Architectural and Engineering Firms,
Margaret Spaulding and William D’Elia, McGraw-Hill, 1989, p. 170.

Domain 2

The most critical element in successfully implementing the marketing plan is to:
a. request that staff let the marketing professional know what they are willing to do
b. make sure roles are clear and that people agree to achieve the goals
c. have principals direct staff to participate in the plan
d. distribute copies to all staff and request a progress report in six months
b. make sure roles are clear and that people agree to achieve the goals

Source: The Marketing Plan, SMPS Core Series, Karen Kerruish, SMPS, 1991, p. 2.

Domain 2

The figure that most accurately reflects the effectiveness of a company’s marketing efforts is the:
a. external rate of return
b. marketing costs versus revenues gained
c. revenues per employee
d. hit rate of proposals
b. marketing costs versus revenues gained

Source: “The Marketing Budget,” SMPS Marketer, Karen Kerruish, SMPS, Oct. 1990, p. 3.

Domain 2

Which of the following methods is optimal to all other methods of preparing an annual marketing budget?
a. Top down
b. Goal based
c. Percentage
d. Projection
b. Goal based

Source: “The Marketing Budget,” SMPS Marketer, Karen Kerruish, SMPS, Oct. 1990, p. 3.
Domain 2

Strategic planning is the first step in creating a plan for marketing professional services. Which of the following techniques is the basic tool of strategic planning?
a. Development of goals and objectives
b. Analysis of competitors
c. Development of an operations and budget plan
d. Analysis of firm’s strengths, weaknesses, opportunities, threats
d. Analysis of firm’s strengths, weaknesses, opportunities, threats

Source: The Handbook for Marketing Professional Services, Karen Kerruish, SMPS, 1994, pp. 48-49.

Domain 2

The most common failure of marketing planning is the lack of:
a. principal involvement
b. staff involvement
c. sufficient research
d. clear vision
d. clear vision

Source: The Marketing Plan, SMPS Core Series, Karen Kerruish, SMPS, 1991, p. 3.

Domain 2

A marketing plan should be built within the framework of a strategic plan because:
a. it translates company vision into everyday activities of marketing
b. most strategic plans fail to include an evaluation of the competition
c. most strategic plans fail to include an assessment of current market conditions
d. most strategic plans fail to include a projection into future markets
a. it translates company vision into everyday activities of marketing

Source: Practical Continuous Improvement for Professional Services, Clive Shearer, ASQC Quality Press, 1994, pp. 262-263.

Domain 2

A bottom-up method of assigning costs to each item in a marketing plan is known as:
a. the cost-plus method
b. scenario planning
c. goal-based budgeting
d. the percentage method
c. goal-based budgeting

Source: Marketing Handbook for the Design & Construction Professional, 2nd Edition,
Lisbeth Quebe, SMPS, 2000, p. 84.

Domain 2

Marketing plans should parallel the firm’s:
a. service capabilities
b. financial objectives
c. overhead functions
d. stockholders’ equity
b. financial objectives

Source: Building Profits in the Construction Industry, Kubal, Miller, Worth, McGraw-Hill,
2000, pp. 100-102.

Domain 2

A firm decides to utilize project extranets and web conferencing capabilities for project management resources. On which of the following will this decision have the greatest impact?
a. Price
b. Promotion
c. Product
d. Place
d. Place

Source: Building Profits in the Construction Industry, Kubal, Miller, Worth, McGraw-Hill, 2000, pp. 91-92.

Domain 2

A marketing plan should be written:
a. twice a year
b. every five years
c. only when needed
d. annually
d. annually

Source: Plan It, Lizbeth Quebe, SMPS, 2002, p. 8.

Domain 2

Labor or staff costs account for what percentage of a marketing budget?
a. 30 to 45%
b. 40 to 50%
c. 50 to 70%
d. 60 to 80%
c. 50 to 70%

(Source: Marketing Handbook for the Design & Construction Professional, 2nd Edition,
Lizbeth Quebe, SMPS, 2000, p. 85.

Domain 2

According to the Sparks Framework, which type frequently teams with a network of other firms to provide full services for a given project?
a. The Community Leader
b. The Market Partner
c. The Niche Expert
d. The Investor
c. The Niche Expert

Source: Marketing Handbook for the Design & Construction Professional, 2nd Edition, SMPS, 2000, p. 44.

Domain 2

Alliance relationships are:
a. formed to mitigate regulatory requirements
b. formed to pursue specific market sectors
c. short term
d. similarly defined as a joint venture
b. formed to pursue specific market sectors

Source: Marketing Handbook for the Design & Construction Professional, 2nd Edition, SMPS, 2000, p. 174.

Domain 2

The term market position refers to the:
a. firm’s perception of itself compared to its competition
b. external perception of the firm compared to its competition
c. firm’s percentage of market share
d. market’s response to economic fluctuations
b. external perception of the firm compared to its competition

Source: The Marketing Plan Supplement, SMPS Core Series, Bruce Lea, SMPS, 1991, p. 3.

Domain 2